Ep 316: How to position your business as the go-to choice in your niche.

Building a business that becomes the easy yes starts with a choice most founders avoid: choosing a position.

Positioning isn’t about your logo or your tagline. It’s about where your business sits in your market — along a spectrum of expectations. Are you the fast, simple, DIY option? Or the premium, done-for-you experience? That one choice shapes everything: your pricing, your audience, your packaging, and even the stories people tell after working with you.

When you try to be all things to all people, you end up in the soggy middle — where customers can’t tell you apart from anyone else. But when you choose intentionally, you become the obvious fit for the right people… and an easy no for everyone else. That kind of clarity leads to faster sales, more word-of-mouth, and better profit margins.

1. Start with Your Offer

Think in forms, not fantasies.

Is your product a kit people assemble themselves, or is it complete and ready to use?
Is your service a blueprint your clients implement, or a concierge-style experience that delivers results without them lifting a finger?

Two cookie brands can sell the same ingredients — flour, sugar, joy — but they tell totally different stories through how they’re packaged and delivered. A tall, ornate tin feels like a gift. A clear bag at a local stall says everyday treat. Neither is wrong — but they attract very different buyers.

When you define how your offer is packaged and experienced, people instantly know what level of effort, quality, and price to expect. That’s how you start building your lane — your own “category of one.”

2. Match Your Price to the Position

Price isn’t just math — it’s messaging.

Your price tells people how to think about your offer before you say a word.

If your service is high-touch and high-trust, your price should reflect that care and capability.
If you’re selling a DIY or starter option, your pricing should feel accessible and low-risk.

The trouble starts when your signals clash — like when the price screams “luxury,” but the delivery feels bargain-bin. Or the other way around.

And if you live somewhere in the middle, that’s fine! Just own it with intention: “More than basic, less than butler.” Spell out what’s included and what’s not. When your offer and price align, selling doesn’t feel like convincing — it just sounds like clarity.

3. Sell the Transformation, Not the Thing

People don’t buy the product. They buy the after.

They’re buying relief, progress, confidence, freedom — whatever your offer helps them feel or achieve.

A healthy, high-protein cookie isn’t just competing with Chips Ahoy; it’s competing with broken health goals and late-night guilt.
A florist might sell same-day local joy or long-distance connection — both are flowers, but the outcome and story are different.

Map out the before-and-after in plain words:
What changes?
What stops hurting?
What gets easier?

The clearer you are on the transformation, the less you have to shout. It becomes the filter for your content, your features, even your partnerships. If it doesn’t serve the after, it’s noise.

4. Lead With Your Voice and Values

Your voice is your sorting mechanism.

The words you use — and the energy behind them — instantly attract or repel. That’s a good thing.

Whether your brand is positive, faith-forward, sustainability-driven, or rooted in simplicity, the goal is the same: let people know what you stand for. Don’t hide your edges; they’re what make you recognizable.

Share your convictions everywhere — your website, your podcast, your emails. When your voice is consistent, people remember you. When your values are visible, your business feels trustworthy — and your story starts to spread on its own.

When you clarify your offer, align your price, sell the transformation, and speak with a distinct voice — you’ve built a positioning system that works.

It shapes your packaging, your photos, your colors, your copy.
It helps you decide what to say no to.
And most of all — it makes you easy to choose.

You don’t have to be the first or the biggest. You just have to be unmistakable.